E-commerce in the fashion business: the roles of the COVID-19 situational factors, hedonic and utilitarian motives on consumers’ intention to purchase online

Utilitarian, hedonic, and self-esteem motives in online shopping

“…Approximately 42.4% of the respondents had been using online shopping platforms for the past 3 years, 33.2% for the past 5 years, and the remaining 24.4% for more than 5 years. Moreover, the current study sample is truly representative of the target population as it depicts similar characteristics as reported by previous studies conducted in developing nations' context (Cruz-C ardenas et al, 2021;Sumarliah et al, 2021).…”

Impact of Utilitarian and Hedonic Values on Hijab Buying Intentions: Evidence from Indonesia

“…Previous studies have stated that in Vietnam, India, and Indonesia, the utilitarian value of a fashion and cosmetic product online is because it is more practical, useful, and functional (Arul Rajan, 2020;Hien et al, 2020;Ramkumar & Woo, 2018;Sumarliah et al, 2021). While the quality is premium and can last a long time because attributes like this have a very important role in the buying intention of fabrics and are included in the category of utilitarianism (Niinimäki, 2010).…”

“…While the quality is premium and can last a long time because attributes like this have a very important role in the buying intention of fabrics and are included in the category of utilitarianism (Niinimäki, 2010). Utilitarian values give a positive effect on customers' buying intentions because of their inclination toward attributes such as durability, premium quality, and value for money when making purchasing decisions (Razzaq et al, 2018;Sumarliah et al, 2021). Furthermore, the hedonic values generate a positive influence on buying intentions as fashion trends themselves have increasingly developed into various sectors so that customers want to fulfill their wishes to be more up-to-date in maintaining their status, both in social life and social media or as their entertainment media (Haryanti et al, 2020;Sumarliah et al, 2021;Wang, 2020).…”

“…Utilitarian values give a positive effect on customers' buying intentions because of their inclination toward attributes such as durability, premium quality, and value for money when making purchasing decisions (Razzaq et al, 2018;Sumarliah et al, 2021). Furthermore, the hedonic values generate a positive influence on buying intentions as fashion trends themselves have increasingly developed into various sectors so that customers want to fulfill their wishes to be more up-to-date in maintaining their status, both in social life and social media or as their entertainment media (Haryanti et al, 2020;Sumarliah et al, 2021;Wang, 2020). Likewise, the hedonic value also has a positive effect significantly on the intention to purchase fashion products online as it is exciting and fun (Sumarliah et al, 2021).…”

“…If customers perceive that they receive high levels of utilitarian and hedonic values, they would be more likely to develop positive behavioral intentions, such as continued use and repeat buying (Akdim et al, 2022). Utilitarian values have a relationship with customers' intentions to purchase positively because of their tendencies toward attributes such as durability, premium quality, as well as their value for money when making purchasing decisions (Razzaq et al, 2018;Sumarliah et al, 2021). Hedonic values have an influence on buying intention positively as the fashion trends themselves have increasingly developed into various sectors so that customers want to fulfill their desire to be more up-todate in maintaining their status, both in social life and social media or as their entertainment media (Haryanti et al, 2020;Sumarliah et al, 2021;Wang, 2020).…”